five below brand development

From designing the logo to defining the "so not a dollar store" category, I shaped the Five Below brand from the start. In 2002, the previous owners of Zany Brainy toys had a big idea but needed a face for it—so George’s fit the bill. Quickly, Five Below's wild success and sheer volume of cool stuff outgrew the original store design, so I partnered with the brand on Version 2.0 too, adding chaos-busting categories and a fresh take. Today, Five Below has over 1,700 locations and offers an expanded take on buying power that’s still all about the Washingtons.